When Denver agency, Cactus, was given a brief by the University of Colorado Cancer Center at University of Colorado Hospital, it was told to do something memorable. Say that to the AdAge Small Agency of the Year, Pro Bono and you get something remarkable.
You Wanna Fight is something remarkable.
“Our challenge was to take an impressive statistic, lung cancer survival rates up to 4x the national average, and communicate it in a way that would stick and shine through in a person’s darkest hour. We needed our message to be powerful enough to withstand the flood of emotions that comes with a lung cancer diagnosis,” the agency stated.
Compare and contrast? 4Creative imagined the fight against cancer in a very different way. Which hits you harder?
The ads are part of another fight too, one for brand awareness. And funds. The hospital has invested substantial resources in the lung cancer campaign in order to increase its name recognition and share of the market. There are a lot of cancer centres in the US. There are a lot of NGOs. There is a lot of need. Anti-smoking campaigns have made lung cancer treatment a less popular cause than others. This ad goes a long way to changing that.
Creative credits:
Agency: Cactus
Cheif creative officer, founder: Joe Conrad
Chief creative officer, partner: Norm Shearer
Associate creative director: Jeff Strahl
Copywriter: Jenna Coppobianco
Production company: Fueld Films
Director: Doug Chamberlain
Producer: Erin Malloy
Post production: Post Modern Co
Audio Post and sound design: Coupe Studios
